PLAN to SUCCEED with the right WEB STRATEGY
Its amazing how often I hear prospects and even clients complain
about ineffective websites done by other webmasters. In very few
of these cases is it the webmasters fault...most of the time the
client didn't have a web strategy in place so that they could
guarantee their success with the right tools. Usually when they
get to us, they've already invested thousands of dollars on a
website that doesn't DO anything for them, they're looking for a
quick solution and little to no costs for the repairs. If they
came to us BEFORE getting involved with their web designers they
would save themselves a whole lot of grief and a lot of money.
So, I'm going to help set the record straight for business
owners who need a website that gets results...
Set Objectives: Know what you expect your site to do for you in
as much detail as possible. (How many "unique visitors" do you
want each month? How many return visitors do you want each
month? What kind of action do you want them to take? Do you want
them to join your blog? Do you want them to register for your
newsletter? Do you want them to join your affiliate program? Or
do you want them to make a minimum purchase? Or contribute to an
overall revenue amount of $XXXXX.00/month?)
Know who your targeting: Be very specific. Are they
geographically confined? Are they computer savvy? Will they
require a site with minimal bells and whistles? Do they surf the
web frequently? Or are they more of the on-the-go types? Where
are they most concentrated (what's the easiest way to get to
them)? What are their primary needs?
Know the competition: Who else is offering what you do? Of them,
who is targeting the same market in the same geographical area?
How are they doing it? Is it working? (Ask the market if you
don't know)
Know your competitive advantage: Figure our your Features,
Advantages and Benefits - then define your UNIQUE SELLING
PROPOSITION. This USP is what differs you from the competition
and makes you more attractive to your target market.
Research web strategies that can help you meet your objectives:
www.sitepronews.com has 4 years of archived newsletters and
www.goarticles.com should too. Through these newsletters or a
web strategist you should be able to determine what strategies
are available to you that would work best towards meeting your
goals.
Compare your strategies with your budget: Just because you need
it, doesn't always mean you have to pay top dollar for it
(although some bottom dollar options can come with great
stress). Just make sure you know your alternatives. *Be
forewarned that prices in web tools (including domains, hosting,
auto responders and shopping carts) range all across the board.
Some things are worth paying for and some things are not. Make a
list of 5 options (including FAB's and pricing) for each
strategy you need to implement.
Bring this plan to your web designer and ask them if they are
qualified to meet your needs: (Make sure you have your list of
options (and prices) handy so that you can verify their level of
knowledge in the areas you need most). Research other designers
at the same time. Get at least three quotes and take them to
someone who knows what they are doing - even if you have to
spend money on their feedback - it might be a gigantic favor to
you in the end.
Now that you are armed with a great plan - your web designer can
make room for future strategies that you INTEND to implement and
your web marketer (sometimes the same person) can ensure that
you are optimized to the max (regularly) for the influx of
traffic you need to make the site WORK for YOU (not the reverse)!
Remember, there is NO reason your website shouldn't make you
money!